Brian Massey is the Founder and Conversion Scientist™ at Conversion Sciences. He is the author of Your Customer Creation Equation. His rare combination of interests, experience and neuroses were developed over almost 20 years as a computer programmer, entrepreneur, corporate marketer, international speaker and writer.

Great presentation, Brian. Some of the best stuff is right at the end (re-targeting). I’m going to read your article on ClickZ.
A couple things I thought of while I watched:
1. Most of the “bad boys” measure results (conversion rates, acquisition cost, etc), but very few actually go to the trouble of split-testing. I know this firsthand. One guy I know will write and rewrite his sales letters, but never split-test. Hasn’t stopped him from making a few million in a couple years though.
2. I decided to split-test the Belcher Button. In one case, it beat a different order button used by another Internet marketer. But when I tested the Belcher Button against a plain blue underlined link, the link won. So it’s a good button, but definitely test it. It only took me two tries to beat it.
Ryan

Great presentation, Brian. Some of the best stuff is right at the end (re-targeting). I’m going to read your article on ClickZ.
A couple things I thought of while I watched:
1. Most of the “bad boys” measure results (conversion rates, acquisition cost, etc), but very few actually go to the trouble of split-testing. I know this firsthand. One guy I know will write and rewrite his sales letters, but never split-test. Hasn’t stopped him from making a few million in a couple years though.
2. I decided to split-test the Belcher Button. In one case, it beat a different order button used by another Internet marketer. But when I tested the Belcher Button against a plain blue underlined link, the link won. So it’s a good button, but definitely test it. It only took me two tries to beat it.
Ryan

Great breakdown of the anatomy of a sale letter landing page Brian. I really appreciated the insight into *why* each of the elements is used.
The pop-over point is one that still sits funny with me. I believe in their effectiveness – but I’m torn about the brand impact of stooping to that level.
I guess at the end of the day it depends on how long your customers are going to be in your brandsphere. If it’s a one time purchase or lead-gen experience then I suppose you have very little to lose. But seeing respected brands trying it is surprising. Feels like a step back a few years to the popup days. I wonder how long until these are seen as too harmful.
Thanks again.

Great breakdown of the anatomy of a sale letter landing page Brian. I really appreciated the insight into *why* each of the elements is used.
The pop-over point is one that still sits funny with me. I believe in their effectiveness – but I’m torn about the brand impact of stooping to that level.
I guess at the end of the day it depends on how long your customers are going to be in your brandsphere. If it’s a one time purchase or lead-gen experience then I suppose you have very little to lose. But seeing respected brands trying it is surprising. Feels like a step back a few years to the popup days. I wonder how long until these are seen as too harmful.
Thanks again.